For more than a decade, the Roku interface remained largely unchanged, defined by a simple grid of applications and an ad on the right hand side of the page. Following a recent update, however, the home screen now features a significant redesign that prioritizes promotional content and pushes the old app interface “below the fold.” This new layout introduces “top picks,” a quick access menu, and several rows of advertising-supported links and curation features that users must scroll through before reaching their own apps.
In my latest video, I look at how you can turn off these features and return to the old interface!
For those who prefer the original, minimalist design, these features can be disabled. By navigating to the settings menu and selecting the home screen options, it is possible to hide the recommendation rows and the quick access menu. Once these are turned off, the interface reverts to its previous state, placing installed applications back at the center of the screen. Users can also manually reorganize their apps as before by using the star button to move preferred services, such as Netflix, to the top of the list.
The push for monetization extends beyond the home screen and into the device’s idle state. The “Roku City” screensaver, long a staple of the platform, now includes targeted advertisements. Those who wish to avoid ads on their screensaver can switch to an ad-free screensaver like “Aquatic Life” or some of the other ad-free options in the settings screen.
There are also deeper privacy implications to consider within the system settings. Roku utilizes a technology called Automatic Content Recognition (ACR), which is designed to monitor what is being watched on the screen. This system sends a digital fingerprint of the images to a central server, allowing the company to provide data to advertisers about viewing habits. This occurs even when using apps Roku does not control or when watching content through an external device connected via HDMI. In the privacy section of the settings menu, users can disable ACR and the content viewing disclosure to limit this data collection. Additionally, checking the option to “limit use of sensitive information” and opting out of personalized ads provides a further layer of control over how personal data is handled.
The shift toward a more intrusive interface is a reflection of Roku’s evolving business model. The company is no longer primarily a hardware manufacturer; instead, its operating system serves as a vehicle for a massive advertising and content platform. Financial reports indicate that Roku generates approximately $5 billion in annual revenue, yet only about 11% of that comes from hardware sales. Roughly half of its revenue, $2.5 billion, is derived from advertising, with the remainder coming from subscriptions serviced on behalf of other providers. This revenue structure has made Roku an attractive acquisition target for Fox Broadcasting, who is in the process of a $22 billion dollar acquisition of the platform.
Every pixel on the screen that is not being used for advertising represents potential revenue left on the table. The company recognizes that most users will not navigate deep into the settings to disable these features or opt out of data tracking. While alternative hardware like the Apple TV offers a different experience, those who choose to stay with their current equipment can still maintain a level of privacy and simplicity by taking a few minutes to adjust their preferences and, if necessary, disconnecting their smart televisions from the internet entirely. Managing these settings is the most direct way to ensure the device remains a tool for viewing content rather than a tool for monitoring the viewer.